Key Insight
The Tanla Platforms–Airtel RCS partnership brings rich business messaging to 370M+ Airtel subscribers. Here is what it means for Indian brands, how to access it, and what campaigns look like on Airtel RCS.
What is the Tanla–Airtel RCS Partnership?
In 2024, Tanla Platforms — one of India's largest CPaaS (Communications Platform as a Service) providers — partnered with Airtel to launch RCS Business Messaging across Airtel's network in India.
This partnership makes Tanla the primary RCS infrastructure provider for Airtel's 370M+ subscribers, giving Indian businesses access to rich, interactive messaging for Airtel users through Tanla's Wisely platform and its partner ecosystem.
Who Are Tanla Platforms?
Tanla Platforms (formerly Tanla Solutions) is a Hyderabad-based CPaaS company listed on BSE/NSE. They process over 800 billion interactions annually and are the infrastructure backbone for much of India's A2P SMS, OTP, and now RCS traffic.
Key Tanla products:
- Wisely — enterprise messaging and communication platform
- Trubloq — blockchain-based DLT platform for TRAI compliance
- Numtel — number masking for marketplace communications
For RCS, Tanla acts as the aggregator layer between brands/agencies and Airtel's network — handling carrier registration, template approval, and message routing.
What This Means for Indian Businesses
Before the Tanla–Airtel partnership, RCS Business Messaging in India was primarily available through Jio's direct infrastructure. Airtel's 370M subscribers were largely outside the reach of business RCS campaigns. After the partnership, brands can now reach Airtel users with:- Verified business name and logo in the chat header
- Rich media messages (images, carousels, CTA buttons)
- Read receipts and CTR analytics
- DLT-compliant bulk campaigns
How to Access Airtel RCS via Tanla
Brands can access Airtel RCS through:
Option 1 — Direct via Tanla's Wisely platform For large enterprise brands with high-volume campaigns. Direct commercial agreement with Tanla. Option 2 — Through an authorised Tanla reseller or partner Agencies and mid-market brands access Airtel RCS through CPaaS companies (like Scalify Labs) that are part of Tanla's partner ecosystem. This is the most common route for Indian SMBs and mid-market brands. Option 3 — API integrationFree Strategy Call
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Airtel RCS vs Jio RCS — Is There a Difference?
From a business perspective, the experience is largely the same:
| Feature | Jio RCS | Airtel RCS (via Tanla) |
|---|---|---|
| Rich media (images, carousels, buttons) | ✅ | ✅ |
| Verified brand name + logo | ✅ | ✅ |
| Read receipts | ✅ | ✅ |
| SMS fallback | ✅ | ✅ |
| DLT compliance required | ✅ | ✅ |
| Infrastructure | Google Jibe | Tanla Wisely |
The underlying infrastructure differs (Google Jibe for Jio, Tanla Wisely for Airtel), but the end user and business experience is standardised via the RCS universal profile.
What This Means for the RCS Ecosystem in India
The Tanla–Airtel partnership signals that RCS is now the de facto upgrade path for A2P SMS in India. With Tanla already running India's largest DLT platform (Trubloq), the integration of RCS into the same compliance infrastructure makes adoption significantly easier for brands already registered on DLT.
Key implications:- Brands with existing Tanla/Airtel DLT registrations can activate RCS with minimal additional compliance work
- A2P SMS aggregators in the Tanla ecosystem can now offer RCS as an upgrade to their existing SMS clients
- The combined Jio + Airtel + Vi coverage means RCS has effectively national reach in India
Scalify Labs and Airtel RCS
Scalify Labs delivers RCS campaigns to Airtel subscribers through authorised aggregator access to the Tanla ecosystem. When you launch an RCS campaign with Scalify Labs, your messages reach Jio, Airtel, and Vi subscribers through a single campaign — one sender registration, one template approval, one analytics dashboard.
Frequently Asked Questions
Do I need to register separately for Airtel RCS vs Jio RCS?
If you work through an RCS platform provider like Scalify Labs, no — they handle carrier registrations for Jio, Airtel, and Vi simultaneously.
Is Tanla the only way to access Airtel RCS?
Tanla is Airtel's primary RCS infrastructure partner. Access is through Tanla directly or through Tanla's authorised partner ecosystem.
Does the Tanla–Airtel partnership affect pricing?
Not significantly at the campaign level. Per-message RCS pricing through aggregators remains ₹0.16–0.25/message regardless of which carrier delivers the message.
When did Airtel RCS become available for businesses?
Airtel RCS Business Messaging became available for enterprise brands in 2024 following the Tanla partnership announcement.
Send RCS messages to Airtel, Jio and Vi subscribers through a single campaign. Scalify Labs RCS Messaging Service → | Get a free consultation →
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Founder of Scalify Labs · 17+ years in digital marketing · Ranchi, Jharkhand. Has helped 100+ Indian businesses build profitable digital marketing systems.